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摘要:本文以伦敦时装学院文学士时尚管理第3阶段案例分析考试为主题,从伦敦时装学院的简介、历史与起源等方面讲述了......

The London College of Fashion 伦敦时装学院

BA (Hons) Fashion Management  (荣誉)文学士时尚管理

Stage 3 Case Study Examination – Briefing 第3阶段案例分析考试 - 简介

Tuesday January 10th, 2012              
1.Introduction 简介

今年的BA时尚管理案例研究的基础上的超群组织切尔滕纳姆(英国)。最好的被称为超级干品牌的所有者和经营者,该公司还采用了一些其他品牌和筋膜。案例研究将主要集中在超干的品牌,但设置在该集团作为一个整体的战略背景下。该组飘来其股份于2011年3月在伦敦证券交易所现在忙于发展和保护其品牌,扩大其分销网络,包括扩展到越来越多的国际市场,不断增长的IT和人力资源职能,以支持公司业务迅速拓展并巩固其客户基础。专家的意见是对未来前景的企业,就是明证浮法以来其股价的波动(见下文)。因此,它是一种理想的组织你去探索你的学习,同时攻读BA,将决定您是否可以从不同的来源,质量参差不齐,到达强劲的综合证据的判断和见解的时尚管理的所有学科。This year’s BA Fashion Management Case Study is based on the Cheltenham (UK) based Supergroup organisation. Best known as the owners and operators of the SuperDry brand, the company also incorporates a number of other brands and fascias. The Case Study will focus primarily on the

SuperDry brand, but set in the strategic context of the group as a whole.  The group floated its shares on the London Stock Exchange in March 2011 and is now preoccupied with developing and protecting Its brand, extending its distribution network including expansion into a growing number of international markets, growing its IT and HR functions to support a rapidly expanding business and consolidating its customer base. Expert opinion is divided about the future prospects of the business, as is evidenced by the volatility of its share price since the float  (see below). As such, it is an ideal organisation for you to explore in terms of your learning whilst studying for your BA and will determine whether you can synthesise evidence of varying quality from different sources to arrive at robust judgements and insights across all the disciplines of fashion management.

2.Origins and History  起源和历史

Supergroup as we know it today owes its existence to two men – Julian Dunkerton and James
Holder, who merged their skills and experience less than two decade ago to launch a unique and
dynamic brand.  Aged 19, Dunkerton found himself unemployed in the early 1980s and, to supplement a £2,000 family loan, applied for funds available from Prime Minister Thatcher’s Enterprise Allowance Scheme to start his own business. With a meagre £40 a week to live off as well as start the venture Dunkerton rented a market stall in Hereford (soon moved to Cheltenham) and started selling leisure clothing under the Laundry Athletics name.  By the late 1980s the young business had opened its first retail shop in Cheltenham trading under the Cult Clothing name.  This concept sold both group own-brands products and contemporary “cool” 3rd party brands such as Bench and Carhartt to a target group of, mostly male, young customers. Further stores quickly opened in the university towns of Oxford, Birmingham, Cambridge and Edinburgh. Cult Clothing continues to expand at a modest pace today with 21 shops operating in 2011.

In 2003 Dunkerton was joined at the company by Julian Holder, founder of the Bench brand  (in Europe) who had expanded his own business very quickly but had eventually run into cash flow problems and had gone intoadministration. Together they resolved to launch their own brand. Holder was appointed Brand & Design.Director, and the two men took off to Tokyo (Japan) looking for inspiration. In the words of Rosamund Unwin (2011) “Dunkerton...........and Holder jumped on a plane to Japan, the ‘home of graphics’, looking for inspiration. It was there, over a late night beer session, that the decided on the SuperDry name.”Dunkerton claims to have thought up the name on the basis that all the Japanese graphics they came across were “Super something.” He gives Holder credit for the rest of the brand identity (see section 4).

Some years later, reviewing Superdry for her column in the Daily Telegraph Saturday magazine,
Mary Portas commented somewhat unkindly, that her experience “makes me wonder whether
Julian’s superbrand was a stroke of genius or a stroke of luck.” 

In December 2004 the first Superdrystore was opened in London’s Covent Garden selling the company’s new own brand. Around the same time a third partner, Theo Karpathios joined the firm, bringing with him wholesale skills and contacts so that serious wholesale distribution of the brand, both at home and internationally started that year too.


3.The Target Customer

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